As Linear Ratings Continue to Slide, Buyers Say Those Viewers Will ‘Never’ Return to TV

Cord-cutting and new OTT offerings continue linear's decadelong decline

Images of screens and cables
Over the last decade, broadcast ratings among adults 18-49 have fallen as much as 59%. Illustration: Trent Joaquin; Sources: Getty Images

As usual, the broadcast networks entered the new TV season with the same glass-half-full optimism exhibited by baseball teams in spring training, where it’s all blue skies and high hopes until the season officially begins.

@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.